Royal Navy cuts the flannel in new WCRS campaign

It’s been easy to mock services advertising over the years: Army ads that make it sound like finishing school but overlook the often brutal initiation rites squaddies seem so fond of and the possibility of getting your arse shot off in Helmand.

But the Royal Navy – a bit short of ships at the moment (they do say there are more admirals of one sort or another than ships) but with two big aircraft carriers on the way – presumably needs some ratings in the future. So agency WCRS has produced slick, quick-cutting ‘Made in the Royal Navy – Born in Carlisle’ (not the mysterious location on the video credit) to attract the lads. It looks realistic anyway.

This has been somewhat over-praised in certain circles methinks. It’s hardly revolutionary. But it does the job.

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.